The global personalized nutrition market size is estimated to reach $23.3 billion by 2027, growing at a 15.5% compound annual growth rate (CAGR). The global market was valued at $11.3 billion in 2022. With the increasing demand for tailor-made dietary plans, personalized nutrition is emerging as a promising sector, presenting businesses with an attractive opportunity to tap into this burgeoning market. The convergence of technology, genomics, and nutrition is fueling the growth of the personalized nutrition industry, enabling consumers to customize their diets based on their genetic makeup, lifestyle, and health goals.
What is personalized nutrition?
Personalized nutrition refers to the practice of tailoring dietary recommendations and nutritional interventions to an individual’s specific needs, preferences, and characteristics. Rather than adopting a one-size-fits-all approach to diet and nutrition, personalized nutrition takes into account factors such as genetics, metabolism, microbiome composition, lifestyle, medical history, and personal goals.
Advancements in technology, particularly in areas such as genetics testing, biomarker analysis, and data analytics, have enabled the development of personalized nutrition programs. These programs aim to provide individuals with personalized dietary advice and recommendations that are optimized for their unique biological makeup and circumstances.
The ultimate goal of personalized nutrition is to improve overall health outcomes, prevent chronic diseases, optimize athletic performance, and enhance general well-being by providing individuals with tailored dietary guidance that is more effective and sustainable than generic dietary advice.
Personalized Nutrition Market Trends
The personalized nutrition market has been experiencing significant growth and evolving trends in recent years. Here are some key trends:
Advancements in Technology: The integration of technologies like artificial intelligence (AI), machine learning, and genetic testing has revolutionized personalized nutrition. These technologies enable companies to analyze vast amounts of data to provide tailored dietary recommendations based on an individual’s genetic makeup, lifestyle, and health goals.
Increased Consumer Awareness: There’s a growing awareness among consumers about the importance of personalized nutrition for optimizing health and well-being. People are becoming more proactive in managing their health and seeking personalized solutions that cater to their specific needs, preferences, and dietary requirements.
Shift Towards Preventive Healthcare: With rising healthcare costs and an emphasis on preventive healthcare, personalized nutrition is gaining traction as a proactive approach to managing and preventing chronic diseases. Consumers are increasingly interested in nutrition plans tailored to their unique health profiles to mitigate the risk of illnesses.
Expansion of Product Offerings: Companies operating in the personalized nutrition space are expanding their product offerings beyond traditional supplements to include functional foods, meal kits, and personalized meal delivery services. This diversification allows consumers to access personalized nutrition solutions in various convenient formats.
Collaborations and Partnerships: Collaborations between nutritionists, healthcare providers, food manufacturers, and technology companies are becoming more common. These partnerships leverage the expertise of different stakeholders to develop comprehensive personalized nutrition solutions that meet the diverse needs of consumers.
Customized Nutrigenomic Testing: Nutrigenomic testing, which analyzes how individual genetic variations impact responses to nutrients, is gaining popularity. Companies offering personalized nutrition services often incorporate nutrigenomic testing to provide more precise dietary recommendations tailored to an individual’s genetic predispositions.
Focus on Sustainability and Transparency: Consumers are increasingly concerned about the environmental and ethical implications of their food choices. As a result, there’s a growing demand for personalized nutrition solutions that prioritize sustainability, ethical sourcing, and transparency in ingredient sourcing and production processes.
Personalized Nutrition Market Opportunities: Increasing innovations and advancements in technologies
The personalized nutrition business is projected to witness growth in the coming years, and technology will remain one key factor supporting this growth. With the increasing advancements in technology, consumers now have a better understanding of their health and well-being, which leads to high demand for customized products, considering their health and lifestyle. Various new players in the personalized nutrition market are developing new and innovative solutions, such as genetic tests designed specifically for vegetarians and vegans who prefer plant-based personalized nutrition.
Technologies such as wellness-focused wearables offered by brands such as Fitbit and Apple help consumers track their activity levels and nutrient intake, further enabling them to personalize their meal plans. Some technologies help patients to detect their blood pressure levels, which helps them to provide accurate nutritional data to medical practitioners.
Emerging research and science in the personalized nutrition sector has led market players to develop genomic testing and gut health testing kits to provide individualized diets and pills to consumers based on their genomic and metabolic profiles. Start-ups, such as Nourished (UK), are developing innovative products, which include 3D-printed edibles. 3D-printed gummies are personalized daily nutrition snacks created through 3D printer technology. These gummy snacks are provided as nourishment recommendations by studying their proprietary algorithm’s response. 3D-printed personalized supplements are aimed at improving consumer-specific lifestyles and dietary habits. A range of technologies, from DNA-driven dietary recommendations to 3D-printed pills, are projected to offer numerous opportunities for the growth and expansion of the personalized nutrition market.
By end use, the direct-to-consumer segment is projected to hold the largest market share during the forecast period.
The direct-to-consumer segment is expected to hold the largest market share due to the changing preferences of consumers for nutrition-rich products available in the market to enhance their health. The growing trend of adopting keto, paleo, vegan, and plant-based diets has led to the increased use of personalized nutrition services such as apps and programs by households. Consumers are becoming aware of their body type and are curious about the available solutions. The adaptability among consumers for personalized nutrition and changing requirements are some of the major factors projected to drive the growth of the direct-to-customer segment in the personalized nutrition market.
North America is projected to account for a major share of the personalized nutrition market during the forecast period
North America is projected to dominate the global personalized nutrition market during the forecast period. This is attributed to various emerging players present in the region that are focusing on developing solutions for personalized nutrition. Personalized nutrition companies present in the region contribute to the growth of the overall market. Some of the major players headquartered in the region are Herbalife Nutrition Ltd. (US), Amway (US), Wellness Coaches USA, LLC. (US), Care/of (US), Viome Life Sciences, Inc. (US), Persona Nutrition (US), Balchem Corporation (US), and Zipongo, Inc. (US).
Top Companies in the Personalized Nutrition Market:
Key players in the global personalized nutrition market include Amway (US), BASF (Germany), DSM (Netherlands), Herbalife Nutrition Ltd (US), DNAfit (UK), Care/of (US), Nutrigenomix (US), Zipongo (US), Viome (US), Habit (US), and Atlas Biomed Group Limited (UK). These players have broad industry coverage and high operational and financial strength.
Herbalife Nutrition Ltd. is a global nutrition company involved in providing nutrition-based products and solutions for weight management and general wellness. In August 2022, Herbalife Nutrition announced Herbalife One, a new digital transformation initiative centered around launching a single platform that creates a simplified and integrated experience for distributors and their customers worldwide. This would help the company to increase its efficiency and productivity. Similarly, in July 2020, Herbalife Nutrition launched Active Fiber Complex Select, a fiber supplement to help support a healthy digestive system. It is Vegetarian Certified and Kosher Certified, not made with soy, and suitable for diabetics. This would help to strengthen the company’s position in the market. The company has a geographically diverse business with its presence in more than 94 countries across North America, Europe, and Asia.
Amway offers effective nutritional supplements, beauty, personal care products, and connected home devices. In August 2022, Amway announced to invest in a microbiome start-up, Holzapfel Effective Microbes (HEM), as it pursues personalized probiotic supplement products. HEM uses Personalized Pharmaceutical Meta-Analytical Screening (PMAS) to determine how gut microbiota can be leveraged to impact human health and wellness. The company invested USD 200 million to set up a dietary supplement innovation center in China. This helped offer custom-made solutions and led to an overall expansion of the company in November 2019. The firm offers around 450 products in more than 100 countries across regions, such as the Americas, Europe, and Asia Pacific. It operates through 15 manufacturing facilities and processing plants. The company has four manufacturing sites in the US, India, China, and Vietnam.
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